Author: Heidi Cohen

Heidi Cohen is an actionable marketing expert. As president of Riverside Marketing Strategies, Heidi works with online media companies and e-tailers to increase profitability with innovative marketing programs based on solid analytics. During the course of 20 years, Heidi has obtained deep experience in direct and digital marketing across a broad array of products including soft goods, financial services, entertainment, media entities and crafts-oriented goods. Heidi shares her actionable marketing insights on her blog. Find Heidi Cohen online at Twitter @heidicohen, LinkedIn and Facebook.

By heidi-cohen published November 24, 2010

9 Must-Have Elements for Company Blogs

Congratulations, your company has decided to start a blog and you’ve been appointed to guide it. What do you do?

Before you jump in and get someone in your web department to develop the site, take some time to think through the major strategic elements. This is a critical step to ensure your blog is in line with your brand and/or company.  Here are nine planning steps to help you develop a blog that will meet your firm’s objectives.Continue Reading

By heidi-cohen published November 8, 2010

How to Use Social Media to Drive Your PR Goals

Contrary to some beliefs, the press release is alive and supports marketing and communications objectives to a variety of audiences (employees, customers, investors, the public) to build favorable relationships with them. However,  simply sending a press release out via the wire isn’t enough. In today’s increasingly socially-connected media landscape, PR professionals are expanding their communications methods to include a wide range of social media platforms to engage specific market segments.

Here are five ideas on how you can use social media to enhance your PR efforts.Continue Reading

By heidi-cohen published October 20, 2010

Content Marketing Metrics for Newbies: 28 Content-Related Measures to Track

When it comes to metrics, many marketers will first monitor whatever is easiest to count. But, what’s most important is counting those things that help you best determine how well you succeeded in achieving your objectives. Therefore, to track your content marketing’s effectiveness, match your metrics back to your business goals. Continue Reading

By heidi-cohen published September 29, 2010

5 Ways to Maximize the Impact of Press Releases Using Content Marketing Techniques

Contrary to current thinking, the press release is alive and supports marketing and communications objectives. As keyword-rich content supporting search optimization, the press release—especially in its social media format—is a very effective marketing tool for attracting mainstream and trade media, consumer and public attention. But, to be most effective, press releases must contain more than the plain vanilla fodder of executive changes and regulatory announcements.Continue Reading